About
Articles by Binh
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Certification Trade Mark - A valuable trade mark asset for companies wanting to convey high standard for goods and services
Certification Trade Mark - A valuable trade mark asset for companies wanting to convey high standard for goods and services
By Binh Rey
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Trademark Case Study: Why surname brands are difficult to trademark
Trademark Case Study: Why surname brands are difficult to trademark
By Binh Rey
Contributions
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What are the most effective ways to build credibility with your team members?
I would like to share my story about the best boss I ever had earlier in my career. Anne Mossman, Marketing Director, Tech Pacific. I worked for her as a Product Manger in her team. Why was she a great leader ? (I would work for her again and again if I had the chance) 1/ She encouraged thinking outside the box 2/ She empowered her staff 3/ She cultivated an environment where failure was safe and therefore you could think out of the box with marketing campaigns. Eg. I won the Harvey Norman order for Microsoft Windows 98 from two competitors because I bundled a "Red Earth" wellness pack for every product purchased at the retailer. (crazy hey? soap and software= order won!) 4/ She was kind 5/ She gave praise when you did a good job
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How can you use brand purpose to drive customer loyalty?
The best way to help define your company's "brand purpose" is to take a moment to look at your brand from the customer’s perspective: 1/ What problem are they looking to solve by using your company's services ? For example: When they ring us at Seriously Trademarks, they want for a solution to their brand protection or infringement matter without legal jargon. 2/ How would they like to be treated ? For example: Do they want to speak to someone when they ring first time ? Or do they want to be greeted by your voice message ? 3/ How would they like to be charged ? For example: The legal & consulting industry, the norm is to bill clients for every 6 minutes spent on their matter. A company can choose fixed fees or charge by the minute.
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How can you use brand purpose to drive customer loyalty?
A brand purpose is important to develop for any company, big or small. It's definitely not a gimmick, as it requires endorsement from senior management to drive company culture, this benefits both the employees and clients alike. With happy employees, you'll more likely to have happy clients. A well-defined brand purpose can help differentiate your company's brand over a competitor's brand. For example, I recently attended an online seminar where firms including The Proven Group, The Collective Wellness (Anytime Fitness), Frontline Recruitment & Nurse Next Door had decided to commit to obtaining "Great Place To Work" certification which helps to differentiate their brand when trying to attract top talent in a difficult recruitment market.
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How can you use emotion and storytelling to brand?
I agree that story telling helps with building trust, credibility, and relevance as many multinational companies spend millions on protecting their slogan trademarks which is a type of story telling in sharp clever taglines such as: ▪️Just Do It®️(Nike) ▪️ Because You’re Worth It®️ (L’Oreal) ▪️ I'm Lovin It (McDonalds) The story telling in slogans are accompanied by advertising and marketing materials such as celebrity endorsement, packaging and consistent messaging reinforces the tagline storylines. Recently, I experienced the emotional story telling by L’Oreal as I was trying to decide if I needed another lipstick in my collection, and for no reason “Because you’re worth it” popped in my head and now I own another lipstick! 💄
Activity
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Preparing for Our Board @ IPH Limited Our CEO Andrew Blattman (left), CFO John Wadley (right), and myself (as the newest member of the executive…
Preparing for Our Board @ IPH Limited Our CEO Andrew Blattman (left), CFO John Wadley (right), and myself (as the newest member of the executive…
Liked by Binh Rey
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The Advantage of Choosing Australian-Made Products Choosing Australian Made Campaign Limited products offers numerous benefits, not just for…
The Advantage of Choosing Australian-Made Products Choosing Australian Made Campaign Limited products offers numerous benefits, not just for…
Liked by Binh Rey
Experience & Education
Licenses & Certifications
Volunteer Experience
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Volunteer Mentor
Thrive Refugee Enterprise Ltd
- Present 7 years
Economic Empowerment
Mentoring refugees on the practical aspects of starting up a business. Helping them write up their business plan, guiding them through the steps involved in setting up a business in Australia. Give them ideas on how they should market to their target audience, help them understand cash flow and help them with overcoming the language barrier. I hope to help refugees to launch successful small businesses to enable them to be financially independent and I hope to make long lasting friendships…
Mentoring refugees on the practical aspects of starting up a business. Helping them write up their business plan, guiding them through the steps involved in setting up a business in Australia. Give them ideas on how they should market to their target audience, help them understand cash flow and help them with overcoming the language barrier. I hope to help refugees to launch successful small businesses to enable them to be financially independent and I hope to make long lasting friendships along the way.
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Member
IPSANZ - The Intellectual Property Society of Australia and New Zealand Inc.
- Present 4 years
I am excited to be a member of IPSANZ.
IPSANZ is a trans-tasman association with broad membership base, including Trade Mark Attorneys, Patent Attorneys, Solicitors, Barristers and Academics, as well as persons working in the industrial and government sectors.
The Society has been established as an association of people who work with intellectual property laws and those who are users of these laws. It provides a unique forum in which to meet and discuss current problems and…I am excited to be a member of IPSANZ.
IPSANZ is a trans-tasman association with broad membership base, including Trade Mark Attorneys, Patent Attorneys, Solicitors, Barristers and Academics, as well as persons working in the industrial and government sectors.
The Society has been established as an association of people who work with intellectual property laws and those who are users of these laws. It provides a unique forum in which to meet and discuss current problems and developments in this fascinating and rapidly expanding area.
Intellectual property rights underpin much of the investment of time, money and resources that is expended in the process of innovation in our society. Through the laws of patents, copyright, designs, trade marks, unfair competition and trade secrets, protection is given to those who create, develop and market new concepts and ideas across a vast range of industries and occupations. -
Head of Marketing & Communications | Board Member
Professionals in International Trade
- 3 years 2 months
Economic Empowerment
Professionals in International Trade (PIT) is a networking group based in Sydney, Australia with ambition to expand our reach into Melbourne and other states in 2019.
Our members represent and support the trade and investment activities of overseas companies in the Australian and New Zealand markets.
My role within this membership base organisation is to increase its profile in the market place by establishing marketing communications and assist in planning/promoting events…Professionals in International Trade (PIT) is a networking group based in Sydney, Australia with ambition to expand our reach into Melbourne and other states in 2019.
Our members represent and support the trade and investment activities of overseas companies in the Australian and New Zealand markets.
My role within this membership base organisation is to increase its profile in the market place by establishing marketing communications and assist in planning/promoting events throughout the year. Through networking and promotion, the aim is to increase membership and membership activity to benefit those who work in the International Trade industry. -
Vice President, Marketing
Cumberland Business Chamber (CBC)
- 1 year 4 months
Economic Empowerment
Cumberland Business Chamber has been established for 30 years for the business community in the Smithfield-Wetherill Park region. This business chamber has been focused on the industrial manufacturing industry. Promotes and supports members to grow their business through education and community support.
My role in the current term encompasses the following projects:
● Responsible for relaunching the Cumberland Business Chamber brand
● Develop and implement new communication…Cumberland Business Chamber has been established for 30 years for the business community in the Smithfield-Wetherill Park region. This business chamber has been focused on the industrial manufacturing industry. Promotes and supports members to grow their business through education and community support.
My role in the current term encompasses the following projects:
● Responsible for relaunching the Cumberland Business Chamber brand
● Develop and implement new communication initiatives
● Develop and implement new media initiative
● Developing new website (second of the the year project)
● Liaise with local manufacturing businesses to assist in the growth of their business
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Secretary of the Board | Board Member
Cumberland Business Chamber (CBC)
- 1 year 1 month
Economic Empowerment
● Advising the board and its committees on governance matters;
● Monitoring that board and committee policy and procedures are followed;
● Coordinating the timely completion and despatch of board and committee papers;
● Ensuring that the business at board and committee meetings is accurately captured in the minutes;
● Helping to organise and facilitate the induction and professional development of directors. -
Member
Brilliant Women Global
- Present 4 years 6 months
I am a member of Brilliant Women Global. I look forward to getting to know the members within this association, I have already met many inspirational people working in various industries. I hope to contribute and support other members within this group.
Brilliant Women Global is a purpose driven network, enabling people who share the values of Diversity and Inclusion to reach their aspirations.
Brilliant Women Global brings you key decision makers and strategic connections in a…I am a member of Brilliant Women Global. I look forward to getting to know the members within this association, I have already met many inspirational people working in various industries. I hope to contribute and support other members within this group.
Brilliant Women Global is a purpose driven network, enabling people who share the values of Diversity and Inclusion to reach their aspirations.
Brilliant Women Global brings you key decision makers and strategic connections in a trusted environment. Thought leaders spearhead our events, engaging conversations around best practises.
Brilliant Women Global champions women seeking progress in their professional and personal lives. Men who champion women are crucial.
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Victorian Ambassador & Member
Women's Network Australia
- Present 9 years 8 months
Economic Empowerment
WOMEN’S NETWORK AUSTRALIA (WNA) | Connect – Collaborate – Empower
Janelle Bostock heads up this amazing members organisation. Women’s Network Australia bring together a collective group of empowered women, empowering women. With more women than ever now running their own small business in Australia, WNA is passionate about making a difference and being the voice for women in business.
I have been a member since 2015 and love being part of this community of women business leaders…WOMEN’S NETWORK AUSTRALIA (WNA) | Connect – Collaborate – Empower
Janelle Bostock heads up this amazing members organisation. Women’s Network Australia bring together a collective group of empowered women, empowering women. With more women than ever now running their own small business in Australia, WNA is passionate about making a difference and being the voice for women in business.
I have been a member since 2015 and love being part of this community of women business leaders and business entrepreneurs.
Since 2019, having moved to Melbourne from Sydney, I took on the role of Brand Ambassador for Women's Network Australia. -
Treasurer (2016) | Member between 2015 to 2019
BNI Catalyst - Chapter of the Year, Business Networking Sydney
- 6 years
BNI - The World's Leading Business Networking and Referral Organization
I belonged to BNI Catalyst network group for 5 years. BNI assisted in assisting me grow my network and help grow the Seriously Trademarks practice in Sydney during 2014-2019. When I landed in Sydney from Auckland, I did not know a soul in Sydney within the business community. I made long life friends and also valuable business contacts during my time at BNI Catalyst. -
Board Member | Head of Events
Professionals in International Trade (PIT)
- Present 2 years 8 months
Economic Empowerment
After helping Professionals In International Trade (PIT) organisation launched during Covid-19 in 2021, Binh was voted to join the Board in 2022, in the role of Head of Events. Binh is assisted by Professionals In International Trade in NSW and VIC members who have volunteered to be part of the committee to run the calendar year of events.
Event Committee's duties:
Pre-event organisation
Planning an event that meets the stated objectives
Working out event budget, and logistics…After helping Professionals In International Trade (PIT) organisation launched during Covid-19 in 2021, Binh was voted to join the Board in 2022, in the role of Head of Events. Binh is assisted by Professionals In International Trade in NSW and VIC members who have volunteered to be part of the committee to run the calendar year of events.
Event Committee's duties:
Pre-event organisation
Planning an event that meets the stated objectives
Working out event budget, and logistics (venue, catering, etc)
Managing an effective event marketing campaign
Managing registrants
On-the-day management
Ensuring that on the day logistics are running smoothly (catering, venue, equipment)
Managing event staff to help mark attendance, run speeches, provide attendee support, collect sign ups etc.
Sending SMS communications to attendees when needed (last minute venue changes, parking notices etc)
Post-event communication, reporting & analysis
Managing post-event marketing/communications (‘thank you for coming -
Board Member
HopeBox
- Present 3 years 8 months
Social Services
About Hope Box Australia
HopeBox Australia Limited is an Australian Capital Territory based Australian Public Company. It is a registered by the Australian Charities and Not-for-profits Commission. Its objectives are to:
i) provide and facilitate relief activities for distressed women who have experienced physical, sexual and emotional domestic violence in rural Vietnam;
ii) enable and facilitate the access, by women who have escaped domestic violence in rural Vietnam, to…About Hope Box Australia
HopeBox Australia Limited is an Australian Capital Territory based Australian Public Company. It is a registered by the Australian Charities and Not-for-profits Commission. Its objectives are to:
i) provide and facilitate relief activities for distressed women who have experienced physical, sexual and emotional domestic violence in rural Vietnam;
ii) enable and facilitate the access, by women who have escaped domestic violence in rural Vietnam, to employment opportunities and counselling services and provide a safe environment for these women to raise their children in Vietnam;
iii) create sustainable and long-lasting change and to empower women to break the stigma associated with domestic violence in Vietnam; and
iv) to generate and provide local opportunities, encourage community involvement and promote collaborative relationships with global organisations in order to strengthen knowledge about, and break the cycle of domestic violence in Vietnam.
Publications
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Beware descriptive terms in trade marks: review of two Trade Mark office hearing cases
LexisNexis
Beware descriptive terms in trade marks: review of two Trade Mark office hearing cases as seen in the LexisNexis Intellectual Property Law Bulletin, October 2020.
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Plea to increase bus usage - Transport for NSW partnered with Bridj
FAIRFIELD CITY CHAMPION
Secretary of the Cumberland Business Chamber Binh Rey has urged local residents to take advantage of the on-demand bus service in Wetherill Park – or risk losing it.
Transport for NSW partnered with Bridj – operated by Transit Systems – to deliver micro-buses to connect with T-Way stations including Hassall, Horsely Park and Prairiewood.
The trial began in December last year and using the Bridj app, customers book a bus trip with a dedicated seat and track their vehicle’s arrival…Secretary of the Cumberland Business Chamber Binh Rey has urged local residents to take advantage of the on-demand bus service in Wetherill Park – or risk losing it.
Transport for NSW partnered with Bridj – operated by Transit Systems – to deliver micro-buses to connect with T-Way stations including Hassall, Horsely Park and Prairiewood.
The trial began in December last year and using the Bridj app, customers book a bus trip with a dedicated seat and track their vehicle’s arrival at pick-up and their onward journey in real time.
The Bridj system uses data software to understand how passengers want to move around and optimises services through dynamic routing, stopping and passenger clustering.
Ms Rey said reports of low patronage has prompted the chamber to try and increase the profile of the service so it continues after the trial ends.
“I think any new technology is hard to embrace and a lot of people don’t know about it,” she said.
“If more people use this service, the traffic would be better in that area and there would be less cars on the road and less pollution which is good for the environment.”
Ms Rey said it was “dangerous and unproductive” for drivers to park their cars on Newton Road – on either side of the Victoria Street roundabout – during their shift and compete with semi-trailers and b-doubles trying to get in and out of Wetherill Park. -
Trademarks - " The woman who took on Coke and Won"
Sydney Morning Herald
This article highlights the importance of trademarking for any business in Australia. Without the trademark; a product, business and service name, can be stolen by a third party without adequate trademark protection.
Other authors
Test Scores
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Personal Net Promoter Score 100%
Score: 100
Net Promoter Score- My personal score was 10/10.
Binh Rey individual score 100%.
Baxter IP company score 62%
Industry average 22%
Languages
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English
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Organizations
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BNI Business Network International
Treasurer | Member
- PresentBNI is the largest business referral network globally. I have been a member since 2015 and held the position of treasurer during the 2016-2017 year.
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Women's Network of Australia
Blogger, Trademark Expertise
- Present
Recommendations received
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Join now to viewMore activity by Binh
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What do you gift the person who has everything? Not another scarf. Or tie. These days people are looking for rare experiences that light them up.…
What do you gift the person who has everything? Not another scarf. Or tie. These days people are looking for rare experiences that light them up.…
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I still recall the moment a client's transformation left an indelible mark on me. Struggling to find her voice as a leader, she blossomed into her…
I still recall the moment a client's transformation left an indelible mark on me. Struggling to find her voice as a leader, she blossomed into her…
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This time 24 years ago, I organised to park a 600-passenger luxury liner opposite the Sydney Opera House for the German Olympic Committee during the…
This time 24 years ago, I organised to park a 600-passenger luxury liner opposite the Sydney Opera House for the German Olympic Committee during the…
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I am speaking at the Trauma Recovery Workshop in Sydney today, hosted by the wonderful Felitciana Z. of Neurovitality. I’ll be revealing the truth…
I am speaking at the Trauma Recovery Workshop in Sydney today, hosted by the wonderful Felitciana Z. of Neurovitality. I’ll be revealing the truth…
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Dear dad, Today is your birthday – the third time without you. Just one month before celebrating your special day in 2021, life suddenly changed…
Dear dad, Today is your birthday – the third time without you. Just one month before celebrating your special day in 2021, life suddenly changed…
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I’m thrilled to be hosting the FWD Invest track at Forward Fest 24. This festival is a fantastic opportunity to connect, learn, and grow. I look…
I’m thrilled to be hosting the FWD Invest track at Forward Fest 24. This festival is a fantastic opportunity to connect, learn, and grow. I look…
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We were so delighted to take part in LaManna Essendon rebrand launch party 🎉 this weekend in store at Essendon Fields. What an amazing vibe and…
We were so delighted to take part in LaManna Essendon rebrand launch party 🎉 this weekend in store at Essendon Fields. What an amazing vibe and…
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There's MANY reasons I don't "fit" in law. Here's 8: 1. I grew up poor 2. I have no family connections or "ins" 3. Me and my family have had to…
There's MANY reasons I don't "fit" in law. Here's 8: 1. I grew up poor 2. I have no family connections or "ins" 3. Me and my family have had to…
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Creativity in Challenging Times Today, Suji and I harnessed our creativity to prepare for next week’s tradeshow. Given the current economic…
Creativity in Challenging Times Today, Suji and I harnessed our creativity to prepare for next week’s tradeshow. Given the current economic…
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The thrill of the ORIAS, and the Online Retailer conference, never gets old. Australia Post has been the premier sponsor of this event for the past…
The thrill of the ORIAS, and the Online Retailer conference, never gets old. Australia Post has been the premier sponsor of this event for the past…
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